Faktor-Faktor yang Mempengaruhi Repurchase Intention Pada  E-Marketplace Dengan Menggunakan Extended Expectation Confirmation Model (ECM)

Mohamad Fahmi Yusuf; Edwin Pramana; Esther Irawati Setiawan

doi:10.34148/teknika.v12i1.573

Mohamad Fahmi Yusuf Program Studi Teknologi Informasi, Institut Sains dan Teknologi Terpadu Surabaya, Jawa Timur
Edwin Pramana Program Studi Teknologi Informasi, Institut Sains dan Teknologi Terpadu Surabaya, Jawa Timur
Esther Irawati Setiawan Program Studi Teknologi Informasi, Institut Sains dan Teknologi Terpadu Surabaya, Jawa Timur

DOI: https://doi.org/10.34148/teknika.v12i1.573

Keywords: e-marketplace, repurchase intention, expectation confirmation model, structural equation modelling, AMOS

Abstract

E-marketplace saat ini telah berkembang sangat pesat. Pemerataan wilayah coverage dan kecepatan koneksi sudah jauh semakin berkembang, maka perubahan aktivitas dari tradisional menjadi digital pun semakin tinggi. UMKM di Indonesia mulai bermigrasi dari yang sebelumnya menjual produk secara konvensional di toko dan pasar, sekarang beralih secara online lewat media sosial maupun e-marketplace. Repurchase intention sangat penting dan sangat diinginkan karena untuk mendapatkan kepercayaan pelanggan baru dibutuhkan biaya yang besar. Proses mendapatkan pelanggan baru dan mengubahnya menjadi transaksi pembelian, lima kali lebih mahal daripada mempertahankan pelanggan yang sudah ada. Tujuan penelitian ini adalah untuk mengidentifikasi faktor-faktor yang mempengaruhi niat repurchase intention dalam e-marketplace dan untuk mengetahui hubungan antar faktor-faktor tersebut. Tahap awal penelitian ini adalah pengembangan model teoritis dan kuesioner, kemudian prosedur sampling & analisis data, dan interpretasi hasil & kesimpulan. Langkah pemrosesan data dimulai dengan factor analysis, reliability test, dan mencari nilai cronbach alpha. Selanjutnya dilakukan penggambaran model teoritis dengan AMOS dan dilakukan analisis SEM dari model construct ECM yang diberikan sehingga output yang didapatkan adalah hasil nilai standardized effect dan nilai magnitude. Kesesuaian penelitian ini dengan model penelitian yang diajukan dalam tabel Fit Statistic Model. Hasil penelitian menunjukkan terdapat enam faktor diterima yang mempengaruhi repurchase intention yaitu trust, confirmation, satisfaction, brand awareness, ease of use, dan electronic word of mouth, dan tiga hipotesis yang ditolak yaitu security terhadap repurchase intention & trust dan brand awareness terhadap repurchase intention.

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